John Lewis plots ambitious Home brand growth

Multichannel retailer John Lewis has announced its ambition to grow its own brand Home business to £1bn of annual revenue by 2020.

Department store chain, John Lewis said that it plans to build its Home collections with the launch of its new 250 piece Design Project, alongside expanding its exclusive relationships with external brands.

John Lewis has also recently launched a string of exclusive collaborations with external brands, including Loaf and West Elm, and dining chain Leon.

The Loaf collection will include five exclusively designed pieces available in 22 fabrics, while John Lewis is currently the only stockist of West Elm outside of its own shops - with the brand soon to be rolled out to a total of nine branches.

Christine Kasoulis, buying director for Home at John Lewis, said: “£1bn sales from our own brand will be a landmark milestone for John Lewis, and it’s a reflection of our belief in our John Lewis design credentials and assortment.”

John Lewis home products are also seeing success on a global scale through the development of John Lewis shop-in-shops with its international retail partners, the latest of which being Arnotts in Ireland.

The January Furniture Show (Birmingham NEC, January 22-25 2017) plays host to some of the biggest and best names in the furniture and furnishings industry – showcasing everything from cabinet furniture, upholstery and beds to soft furnishings, flooring and giftware.